A new store coming to town will be rated “M” for mature customers only, or, at least a small section of it will be.

Merced resident and business owner Jose Garcia is planning to expand his shop, Golden Dreams, to 357 S. Golden State Blvd. in Turlock after customers at his current location asked for another store further down Highway 99, he said. Permits for the retail store, which will sell clothing, furniture and “sexually oriented multi-media items and devices” are currently under review by the city.

“We have a lot of customers in Merced, and customers who travel from Turlock to the shop have been asking me to do this for a long time,” said Garcia. “Turlock is growing, so I like to go where the people are going.”

Though the new Turlock shop will operate under the same name as Garcia’s Merced location, there will be a few differences. Golden Dreams in Merced is known for selling adult novelties, gifts, DVDs and lingerie, according to the store’s Facebook page, but in Turlock, Golden Dreams will feature men and women’s clothing and novelty furniture, in addition to adult items.

The Turlock Municipal Code has multiple ordinances meant to regulate adult businesses, and one definition explains them as businesses that sell sexually oriented devices and media which account for 25 percent or more of its gross revenue, the stock on hand or the total floor area. The code states that these businesses must be confined to the city’s industrial and industrial business park zoning districts, at least 500 feet away from schools, churches, parks and residences.

According to Scott Quyle, the City’s planner for the project, Garcia is going through the permit process with the City so that his business can operate in the Golden State Boulevard shopping center, which also houses Village Donuts and The Sound Room and is in a zoning district classified as transitional commercial. In order to operate Golden Dreams in the non-industrial zone, Garcia has agreed to limit the sale and stock of adult items to no more than 25 percent of the shop’s total revenue and floor area.

Deputy Director of Development Services and Planning Manager Debbie Whitmore added that under these set limitations, Golden Dreams does not qualify as an adult business.

“What this gentleman is proposing is that he would not offer those type of adult items that would exceed the thresholds of 25 percent,” said Whitmore. “That’s why we’re putting him through the permit process to solidify that fact, and then to put some conditions on the business to ensure that he doesn’t exceed those limits.”

Garcia said that Golden Dreams will operate as a “divided store,” with a front area offering clothing and furniture, and a restricted, 18 and older section in the back. On Tuesday, Garcia will meet with City planners again and if given the go ahead, he anticipates Golden Dreams to open its doors sometime in October.